Formula 1
Monster Energy switches allegiance from Mercedes to McLaren
Monster Energy has agreed a deal to become an Official Partner of the McLaren Formula 1 team, having decided not to renew its long-standing sponsorship agreement with the Mercedes Petronas outfit.
Rolex secures title rights to 2024 Australian GP
Rolex has secured the title sponsorship rights to next year’s Australian Grand Prix as part of its existing Global Partner deal with Formula 1.
Red Bull Racing leads F1 grid with Oracle title sponsorship deal
Red Bull Racing’s sponsorship agreement with Oracle continues to be the most lucrative team title sponsorship agreement in Formula 1, according to analysis by SportBusiness Sponsorship.
SAP and WhatsApp join Mercedes F1’s team partner portfolio
German software company SAP has agreed a new partnership with Mercedes-AMG Petronas, which the two parties state has the potential to “create a new blueprint” for the automotive industry, while US communications platform WhatsApp has stepped up its association with the Formula 1 team.
Right Formula adds to F1 portfolio with THG activation deal
Manchester-based e-commerce and consumer goods company THG has appointed the Right Formula agency to activate its new sponsorship agreement with the Williams Formula 1 team.
Formula 1 delivers 15.8-per-cent increase in central sponsorship income
Formula 1 will generate $445m (€410.1m/£358.1m) in central sponsorship income this year, an increase of 18.9 per cent on the $374m it generated in 2022.
DP World ramps up McLaren sponsorship activation for Singapore Grand Prix
SportBusiness Sponsorship talks to DP World and its agency of record 160over90 about the brand's sponsorship strategy and how it is leveraging a deal with McLaren F1 to support its B2B objectives.
Liqui Moly extends ‘aspirational’ F1 sponsorship
German motor oil manufacturer Liqui Moly has extended its central sponsorship deal with Formula One – the pinnacle of the brand’s sponsorship activities across multiple sports.
AB InBev interest prompted Heineken to move fast to renew Formula 1 deal
Heineken was prompted to move fast to renew its Global Partner deal with Formula 1 after finding out rival brewer AB InBev was also interested in securing the rights. Ben Cronin reports.
Cross-promotional benefits accrue to F1 in Paramount+ sponsorship deal
Stars from shows on Paramount+ will make appearances at Formula 1 races as part of the streaming platform’s two-year Official Partner agreement with the motor racing series. Ben Cronin reports.
Paramount+ becomes Formula 1 Official Partner
Video-on-demand subscription service Paramount+ has agreed a multi-year deal to become an Official Partner of Formula 1
Williams hires UFC’s Asencio as chief revenue officer
Formula 1 team Williams Racing has hired Ultimate Fighting Championship (UFC) executive Paul Asencio to lead its commercial and marketing operations as chief revenue officer
ROKiT launches fresh legal claim in Williams sponsorship battle
The ROKiT conglomerate has launched a fresh legal claim against Williams Racing, claiming compensation in excess of $149.5m (€137.2
McLaren expands OKX sponsorship deal
McLaren Racing has expanded its sponsorship deal with cryptocurrency exchange OKX, with the brand securing an increased presence on its Formula 1 MCL60 team car
Kraken signs major Williams Racing sponsorship
Williams Racing has named cryptocurrency platform Kraken as the Formula One team’s first-ever ‘Official Crypto and Web3 Partner’.
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McLaren F1 lands latest US sponsor with Workday deal
McLaren Racing has announced its latest sponsorship agreement with a US-based firm, striking a deal with financial management company Workday
EXCLUSIVE: Formula 1 poised to announce Heineken sponsorship renewal
Formula 1 is poised to announce a multi-year renewal of its Global Partner agreement with Heineken
EXCLUSIVE: F1 renegotiates ISG betting deal and agrees Supponor virtual advertising tie-up
Formula One has renegotiated its global agreement with the Interregional Sports Group (ISG) covering the marketing of its betting sponsorship rights using virtual advertising technology so that the deal…